Bonus Resource: Social Explorer
-
Social Explorer
Use Social Explorer to visualize and interact with data, create maps, charts, reports, and downloads. Explore hundreds of thousands of built-in data indicators related to demography, economy, health, politics, environment, crime and more.
Instructions: https://campusguides.glendale.edu/socialexplorer
-
Social Explorer Learning Module: PsychographicsComplete this module on psychographics and learn how to motivate consumers based on their attitudes and aspirations.
-
Social Explorer Learning Module: Gender SegmentationComplete this module on gender segmentation to learn more about consumer behaviors based on sex.
Review and Understand Your Assignment
The purpose of this stepwise assignment is to provide an opportunity to play the role of marketing manager and gain valuable, first-hand experience in writing, organizing, and polishing a marketing plan.
In this second part, you will focus on customer behavior to develop marketing strategies to meet their needs. This includes:
- what level of involvement will customer's have with your product like when they need it, why they might buy it, effort to find it, etc.
- digital marketing and e-marketing strategy
For Personal Consumers
- what interpersonal (cultural, sociological, and family) factors impact consumer buying for your products and its importance
- how do personal determinants (internal, distinctive needs, motives, perceptions, attitudes, learned responses, and self-concepts) affect your marketing decisions and its importance
For Business Consumers
- what environmental (economic, political, regulatory, competitive, and technological) factors impact consumer buying for your products and its importance
- how do organizational, interpersonal, and individual affect the buying center
- what are the concerns of businesses buying a good or service like yours
Consumer Behavior Resources
-
ABI/INFORM CollectionUse the search box with the factor you are looking for AND your product or product category to find out about influences.
For example: vaping AND interpersonal to find out about how consumers think of vaping based on personal relationships. -
Psychology Database (ProQuest)Use the search box with the factor you are looking for AND your product or product category to find out about influences.
For example: smoking AND (cultural influence) to learn about cigarette marketing from a cultural standpoint.
-
Journal of Consumer Satisfaction, Dissatisfaction and Complaining BehaviorUse "Search Within This Publication" box for factors by keyword. For example: interpersonal, cultural, organizational, etc.
-
American Time Use Survey (ATUS)The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
-
Topics via Pew Research CenterBrowse trends and attitudes by topic or use the search box for product or industry information by keyword.
-
Data from BLS Consumer Expenditure SurveySearch consumer group AND product to find data about consumer buying.
For example: women AND vaping -
Consumer Surveys - Charts by University of MichiganReview chart topics for consumer surveys. View also tables in navigation menu. Survey data comes from a simple random sample selected from a list of all possible cell telephone numbers in the 48 coterminous States and the District of Columbia to yield a sample that is nationally representative.
Adapted from UC Boulder LibGuide.